Increased personalization I
– On Demand content will increase as the content providers will increase.

Increased personalization II
– Multiple Devices, multiple formats, multiple distribution channels available to view on demand content.

Increased video content;
The amount of video content, both being produced and being viewed, will increase dramatically.
This will happen for several different reasons: Reduction in production tool costs and technology advances have changed not just how video is distributed, but how it is made.

Rise of new content aggregators and content distribution outlets. The telcos’ vision of IPTV adds an additional distribution method and attendant gatekeeper, but does not fundamentally alter the relationship between content producer and gatekeeper.

However, the introduction of the Internet as a distribution mechanism causes a fundamental shift. Because the Internet is an open environment, content producers can connect directly with consumers and cut out the gatekeeper entirely.

Continued existence of the broadcast model;
Older demographics, used to television the way it’s been for the past 50 years, will not likely be interested in change. And even in a world where the majority of viewing is on-demand, broadcast television still holds a place as background entertainment, much as radio stations do in today’s world of MP3’s and podcasts.
Events such as sports and news will always be broadcast, even in an IPTV world.

In conclusion to technology cycles; a dominant design that is powered with broadcast quality IPTV stream that is low cost and can be dropped to regular internet feed or to telecommunications network as well as satellite and cable companies existing infrastructure will define the next phase of ultimate leverage of IPTV.